New KitKat ad brings together iconic Queen hit ‘I Want to Break Free’ with the famous chocolate wafer snack in pursuit of better breaks.
Building on decades of the iconic tagline ‘Have a Break, Have a KitKat’, global confectionery brand KitKat has this week launched its latest advertising campaign across the UK on TV, video on demand, out of home, social media and in stores across the UK & Ireland.
The new work, set to ‘I Want to Break Free’ by Queen, recognises that we live in a world that demands our constant attention and how difficult it is to switch off and have a proper break.
The ad, which will be adapted for different countries across the globe, carries the same sentiment: KitKat wants you to have better breaks, and aims to inspire people to take a better-quality break, without interruption.
In the advert, a man in a bustling office contends with a swarm of paperwork, sticky notes and office tech that cling to him like magnets. Against the backdrop of Queen’s iconic anthem ‘I Want to Break Free’ he walks out of the office in pursuit of a break. The day-to-day paraphernalia only drops to the floor once he opens a 4 finger KitKat and snaps the crispy chocolate wafer bar. The advert ends with the iconic tagline ‘Have a Break, Have a KitKat’.
As we all navigate busy lives, breaks are more important than ever. However, new research conducted by KitKat via Kantar across five markets has shown that, while people feel they take enough breaks, just 34% of shoppers say they often take breaks that are of good quality.
Whether people feel they have less control over their schedule, increasing time pressures, are busy multitasking, or are simply not able to switch off their minds; many are spending their breaks either distracted or interrupted.
Marketing Lead for KitKat UK & Ireland, Stephanie Scales, said: “We’re incredibly excited to see what people think of our new ad campaign which is set to the world-famous track ‘I Want to Break Free’ by Queen.”
“What we’ve found is that even when we take a break, we still find it hard to disengage from distractions like the to-do list and group chat messages. We want people to be able to take better, uninterrupted breaks. This is brought to life in the campaign by seeing someone who is trying to take a break but finds their daily tasks and various office supplies sticking to them as they try to leave the room.”
“The campaign is built on the fact that we know people are taking breaks, it’s the quality of them that needs to be better. We’ve been pushing for people to Have a Break, Have a KitKat for decades. This campaign builds on that by championing better, uninterrupted breaks.”